CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Education through media has created substantial changes in the traditional concept of education,

has eliminated most of the deficiencies of the traditional systems of education and has created

fundamental changes in education (Charlton et al., 2002). Using the mass media has caused an

increase in the knowledge level and the output of educational system in recent decades. It seems

the main reason for the popularity of television lies in its simplicity for the audiences. Since

people intend to choose the easiest way for learning and the simplicity can be found in television

educational programs (Buren, 2000).

Television has proved that is a strong communication means and can affect the society a great

deal. Television has been used for educational purposes after the World War II. In the beginning,

Americans knew educational television similar to lesson television. Ekoja (2003) has mentioned

that the information sources in different aspects of agriculture for the farmers are radio and

television, the propagational publication, daily farm newspapers, agriculture exhibitions,

practical education, and consultation services, respectively. Jenkins and his colleagues (2003)

have conducted a research about the information technology used by the farmers of North

California.

In Nigeria, the studies conducted by Arokoyo (2003) showed that although video, radio, and

television are the major sources of information for the farmers of this country, in the case of

establishing the foundations, it is also possible to use other developed equipment. In this country,

the print media have a specific situation in agriculture transferring as well. Television is

1
acknowledged as the most important medium for communicating with the rural populations of

developing countries (FAO, 2001).

Despite their vaunted objectivity and self-acclaimed commitment to fairness, it can be argued

that the Nigerian mass media has over the years, solely neglected the rural areas. The perspective

of the Nigeria mass media was, and continues to be (despite some progress), strictly urban. The

media reports and writes from the standpoint of an urban dweller’s world. The ills of the rural

areas, difficulties of life there, their burning sense of grievance, are seldom seriously conveyed.

Media is undoubtedly very fast vast and powerful mode on communication. Nor does it only

appeal a vast audience it has got a tremendous impact on the political run of a country and

culture of a Society, Films, T.V Shows, Journalism (newspapers and news channels) all come

under short yet large “Media”. Mass Media perform the role of dynamic waterdogs and erects its

fingers towards and backlog in a system. It diagnoses the system and opens the pit full and tries

to rectify it. As we know our country in a democratic way of living and India has completed

sixty-five years of its independence it is still in its youth stage. Our country has been successfully

serving as the largest democracy of the world. In last two decades it is observed that liberalism

has its impact on various dimensions of the human civilization. Establishment of market

economy creates challenges to heritage of our country. It affects the urban population most and

gradually creeps in to rural circle.

This stratification of distribution occurs not only between urban and rural areas, as much

pervious evidence attests, but more important the areas themselves, television is the mass media

with the greatest diet bias in most developing countries and radio is the most generally available

2
however, even radio is quite the social strata. The majority of rural people in underdeveloped

countries are found to live in a state of “under communication.”

A great inequality still hundred the potential use of mass media in availability in rural areas

mirrors the unequal distribution of other resources. Even where mass media widely available

serious reservation remains concerning the contribution of the information to a more equitable

rural development.

1.2 STATEMENT OF THE PROBLEM

Mass Media has been regarded as a valuable tool for economic, social and political development

in the rural areas. Every community needs the full support of Government on rural development

in order to be full civilized, even for them to know the basic needs and situation of the state

economy, because of these reasons, it is imperative now for the Mass Media to be used as the

only ways by which people will be nurtured on the new developments.

Despite all the changes brought about by information on social scene as well as in media remains

a dominant factor with its capacity to appeal to the minds of people. Yet we often witness a

tendency to take a very narrow view of media and limit our vision by our media use and our

media habits. The whole range, scope and use of media has to be appreciated if want its

application in solving the problems our society faces from time to time. The whole range and

dimension of media has to be understood if we want to know how media can play a role in

promoting the culture of development.

3
In the wake of increasing commercialization, media’s role in expressing public thoughts is

shrinking and more constraints and barriers are developing in the way of free and fair interaction

between the media and the public. Media and the information systems in the developing

countries are being governed by dominant concepts of the urban areas. The developing countries

can meet the challenge only through developing alternative concepts of media programming,

which have roots in their own social and cultural settings.

1.3 OBJECTIVES OF THE STUDY

The general objective of this study is to examine the impact of the mass media on rural
development in Ife Central local government. The specific objects include the following:

1. To ascertain the usage of mass media among people in Ife Central local government area.

2. To find out the influence of the mass media on the dissemination of information in Ife

Central LGA.

3. To determine the impact of mass media educating the rural dwellers in Ife Central local

government.

4. To examine the influence of the mass media in addressing the socio-economic conditions of

the rural dwellers in Ife Central LGA.

5. To investigate the relationship between mass media and poverty alleviation among rural

dwellers in Ife Central LGA.

4
1.4 RESEARCH QUESTIONS

The relevant research questions related to this study include the following:

1. What is the usage of mass media among people in Ife Central government area?

2. What is the influence of the mass media on the dissemination of information in Ife Central

LGA?

3. What is the impact of mass media educating the rural dwellers in Ife Central local

government?

4. What is the influence of the mass media in addressing the socio-economic conditions of the

rural dwellers in Ife Central LGA?

5. What is the relationship between mass media and poverty alleviation among rural dwellers

in Ife Central LGA?

1.5 RESEARCH HYPOTHESIS

H1 – There is a relationship between mass media and poverty alleviation among rural dwellers in

Ife Central LGA.

H0 – There is no relationship between mass media and poverty alleviation among rural dwellers

in Ife Central LGA.

HO: The traditional means of communication are not in existence in Ipetu community

H2: There are traditional means of communication in Ipetu community.

HO: The traditional means of communication are not credible than the modern mass media.

H3: These traditional means of communication are credible than the modern mass media.

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1.6 ASSUMPTIONS OF THE STUDY

(1) I assume that after this research work on the Need for the various mass media of

communication in developing our rural communities, that the people of Ipetu

community and other rural communities will understand the basic needs for using

their various Mass media of communication for the development of their society.

(2) I also assume that this research work will enlighten the people more and educate them

widely in the need for the

(3) maintenance of their various means of communication especially the traditional

means.

I assume that this work will put to an end, the problems of mass media of communication in our

society.

1.7 CONCEPTUAL AND OPERATIONAL DEFINITIONS OF

TERMS

A – CONCEPTUAL - TRADITIONAL – According to the Oxford Advanced LEARNERS

dictionary, it is being part of the beliefs, customs or way of life of a particular group of

people.

B - OPERATIONAL - TRADITIONAL – IT means the people’s way of life; the common

belief of the people living in a particular geographical area.

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A - CONCEPTUAL – MEDIA - According to Longman dictionary media are all the

organization such as television, newspaper, Magazines or all other forms through which

people interact and get information for the public.

B - OPERATIONAL - MEDIA- It could also be referred to as any medium through which

information is being passed across to the people both Traditional and Modern means.

A- CONCEPTUAL – COMUNICATION – According to Longman dictionary. It is the

process by which people exchange information or express their thoughts and feelings.

B– OPERATIONAL - COMMUNICATION – It is also the process by which we exchange

our ideas, views, opinion, norms, values, traditions, beliefs etc. from one person to another

through a medium.

A– CONCEPTUAL - TOOLS – According to Longman dictionary it is defined as skill that is

useful for doing your job.

B- OPERATIONAL – TOOLS – A useful means through which goals can be achieved.

A– CONCEPTUAL - EFFECTIVE – According to Oxford Advanced learner’s dictionary, it is

producing the result that is wanted or intended, producing the result that is wanted or

intended, and producing a successful result.

B– OPERATIONAL –EFFECTIVE –Producing a successful result.

A – CONCEPTUAL -RURAL –A remote area to the country side, out of the city where people
are dwelling with their common belief.
B – OPERATIONAL – RURAL –An under developed area, where people are living with a
common norm
A- CONCEPTUAL –DEVELOPMENT –According to oxford advanced learners’ dictionary,
it is the gradual growth of something so it becomes more advanced, stronger and
acceptable.

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B – OPERATIONAL –DEVELOPMENT - An advancement of something, people, community.

1.8 – LIMITATIONS OF THE STUDY –

The study is limited to the rural communities in Nigeria but Precisely Ipetu community.

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 CHAPTER TWO

REVIEW OF THE LITERATURE

2.1 SOURCES OF LITERATURE REVIEWED

There are various literature reviewed in this study, because it is well known that no man

is an isolation of him/herself. With this regard many institutions, organization, groups,

individuals, and authors of books related to this study were meet in order to grant this work an

absolute success. The various literature received in this study were obtained from the following

source, Obafemi Awolowo University Ile-Ife, Osun State and Osun State University, Osogbo,

Osun State, magazines, newspapers, journals, encyclopedia and other related works.

Many works and researchers have been done on the issue of mass media of

communication, prior to this, I tried to make more researches and consult works done especially

on the Yoruba ethnicity and other various ethnic groups and the national question.

Bearing in mind that no research is an island unto itself, it becomes obvious and

important to highlight some findings of related works agreeing with this relevant one and make

up a point of departure about the subject matter. It should be noted that different authors and

analyst share different view concerning traditional means of communication. Therefore, the

essence of this literature review is to ascertain how other authors and analyst

perceive the concept of traditional communication especially around the South-

western geographical area of Nigeria, which will serve as a favourable ground

for this work to become success.

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2.2 BRIEF HISTORY OF IPETUMODU

The 1886 Peace Treaty

The 1886 peace treaty initiated by the British to put an end to the Yoruba civil strife also had
some traumatic effects on Ipetumodu. The treaty had stipulated that Modakeke, who had been at
constant wars with their fellow Ife host, would be resettled temporarily in Ipetumodu, Moro and
Edunabon and other Origbo towns before their final resettlement by the Osun-Odo Oba
confluence between Iwo and Ibadan.

The British authorities however, failed to implement the treaty to the letter early enough and on
the 27th of March, 1909, some Modakeke refugees settled in Owu Ipole, Gbongan, Edunabon,
Ede, Lasole and Akanle while many others led by the reigning Ogunsua settled in Ode Omu
(which was Originally part of the farmland of Ipetumodu people). On Sunday, 18th of July 1909,
the Modakekes suddenly and surreptitiously displaced the Ipetumodu farmers who had gone to
celebrate the annual "Egungun festival" from their farms.

The British authorities later endorsed the permanent settlement of Modakeke refugees on
Ipetumodu land without any compensation.

Geography
Ipetumodu is located on the western uplands of Yoruba land in western Nigeria, this area lies
between 300 and 600 meters above sea level. It is located in the high forest also called rain
forest. The annual rainfall is estimated to be between 130 and 150 centimeters annually, and
humidity of over 80%. This high humidity and long raining season support the cultivation of
perennial cash crops such as cocoa and kolanut tree. Although the town is now fairly urbanized
the hinterland west and east of the town centre is home to cocoa, oil palm and kolanut plantation
which are usually own by private individual from the town.

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Ipetumodu is the headquarters of the Ife North local government of Osun State Nigeria. The city
is about 218 kilometers from Lagos, the commercial capital of Nigeria. It shares a boundary with
Ile-Ife, the spiritual headquarters of the Yoruba Kingdom, Yakooyo, Asipa, Akinlalu, Gbongan
and Ode-omu.

Education
Ipetumodu has many primary and secondary schools both private and public own. Ipetumodu is
home to one of the federal government owned unity schools; Federal Government Girls College,
Ipetumodu which was established in 1995.

Ipetumodu is a university town of Oduduwa University, located at Ife-Ibadan Expressway

Roundabout, Ipetumodu.

Markets
Ipetumodu has two markets. Obada market is held every fifth day and is located at the city
center. Akinola market is held every Friday. It was strategically located near Ife-Ibadan
expressway, which makes it one of the popular markets in Osun state.

2.3 REVIEW OF RELEVANT LITERATURE

It will be unfair to assert that African Communication scholars have rejected the study of mass

media of communication. They put more emphasy towards the study of the modern means of

communication which is generally based on electronics such as the television. Radio,

Newspapers, magazines, internet, Journals etc which are not familiar with our rural community

dwellers.

According to Lan Mc Donad and David Hearle (1984) Defined traditional channels of

communication as “Those communication methods which have been used for centuries in rural

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areas. Such as songs, plays, stories, puppet shows etc. They are often neglected, though in many

societies they may be most powerful ways of communicating.

Nzekwu (1960) pointed out that “Another prototype of the modern reporters was

masquerade. Although it was masquerade in some societies. like the Yorubas’ emerged in the

night to gossip and expose scandals like a modern gossip columnist, except that the

masquerade’s freedom of expression knew no law of libel and sedition.

Ikechukwu Nwosu (1990). asserted that ‘Traditional Communications core the products

of the interplay between a traditional community’s customs and conflicts, harmony and strife

cultural convergences and divergences, culture specific, tangible and intangible, symbols and

codes, oral tradition which include mythology, oral literature (poetry, story telling, proverbs)

masquerades witchcrafts, rituals, music, dance, drama, costumer and similar abstractions and

artifacts which encompass a people’s factual symbolic and cosmological existence from birth to

death and even beyond death.

Bohannan and Dalton (1962). Pointed out “News is circulated with great rapidity through

the various processes of trading. Most communities had market which were not only centres of

trade but also a principal means of communication, information and recreation”. They provided a

most convenient forum to meet friends and kinsmen, exchange news and gossip while bringing

together large number of sellers, buyers and mere visitors some from distant places.

They created an atmosphere of festivity and entertainment in which gossip and exchange

of information Flourished. Some markets were also terminal points of trade routes to distribute

information.

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 Basden (1964) said that “They gathered and relayed news as they passed from place to

place, communicating with fellow trader and collecting information on resource and prospects of

trade. The view that traders were satisfied with spreading their wares on the ground, waiting for

possible customers to make the first advance is entirely misleading. The phenomenon of

advertising which is so dear to modern newspaper owners has always been present in the African

market trader called the attention of prospective customers to the excellent quality and quantity

slogans to give added effect to their usually exaggerated claims.

Ugboaja on his own identified mass media of communication in Africa among other

media, the market square, town crier and the gong man has been important, and very pragmatic

channels of mass communication. He likened the town crier to the radio transmitter and solicits

for the revival of traditional communication pattern by the use of traditional artifacts and social

institution.

The formal transference was concerned with more systematized dissemination of

information not only between persons and persons but between the government and the people.

The tools employed were recognized officially they are sounds, signs and symbols. But the most

common of these indigenous officials was the town crier or bellman, with his loud sounding

gong. He announces the promulgation of law and regulations meeting arrangements for

communal works and generally spread “Official” information in the community. The town crier

is very much a crucial part of the village today and can still be seen in autonomous part of the

urban centres with an established indigenous monarchy.

A measures of news dissemination was achieved through the booming of guns to

announce the death of important personalities and to warn of imminent danger. Smoke was

13
also used. different thickness having particular significances, most extensively used of all is the

drums. several ethnic groups in Nigeria covered by this survey have a rich heritage of drums.

When some of these drums are expertly sounded, they are capable of conveying specific

meaning. In other words, they “Talk”.

The talking drum is the most fascinating agency or organized communication and it is a

pity that no serious study of Nigerian drums has been attempted. Exploratory investigations

reveal some data which permit little more than a superficial survey of the subject.

FACTORS THAT MILITATE AGAINST THE RURAL

COMMUNICATION DEVELOPMENT

There are certain factors that militate against the rural communication development. They

include.

1. POVERTY:- Lack of wealth made the ruralites to lack the basic requirement for

effective communication. Their source of income is too low, most of them engage in farming,

hunting and fishery activities which yields low capital. They are unable to purchase a radio set,

rural newspapers and magazines.

2. ILLITERACY:- Illiteracy is another factor that militate the rural communication

development. These ruralites are not educated, they lack the basic knowledge; inability to neither

read nor write. Even when this rural newspaper is published they are unable to read not even to

understand it’s content. In other words, they are technically deaf.

3. UNAVAILABILITY OF BASIC INFRASTRUCTURE:- There is a

serious lack of raw materials in the rural communities, no tiled road, no community radio station,

14
not even a community newspaper or magazine which could have helped in information

dissemination, the rural dwellers are automatically blind from what they should know. The

government are unable to finance the various mass media of communication.

4. NON-INCLUSION OF THE RURAL COMMUNITIES:- The urban

journalists do not include those in the rural areas in their day to day activities, the rural people

are not communicated, they are not carried along with what is happening in the urban area. The

urban journalist’s doest not include he rural activities in their reportage.

CATEGORIES OF MASS MEDIA

Mass media forms have been categorized into two broad perspectives to ease the

understanding of the concept for the purpose of this study.

These two groups are:

 Human communication

 Instruments or symbolic communication

HUMAN COMMUNICATION

This aspect of communication is referred to as verbal, as it encompasses all spoken

words, conversation, folk-tables, proverbs, riddles and jokes, songs, town criers etc explaining

how message is disseminated verbally.

Dayo Digile (1979). Noted that “Announcer technique is down native both in content and

approach on analyzing the function of the village announcer or gong man that has clear voice of

confidence with which the message is delivered, the timing with remarkable input.

Ekwulie and Okonkwo (1995) wrote that among the Igbo people, communication began

with words of mouth. Through this medium socialization occurred with family circles with large

15
groups. Role ascriptions were thus explained from person to person in a grape vine fashion.

Festivals and wrestling matches were fixed and their dates announced. News of epidermic was

spread with varrying degrees of speed and concern. Stories of invading armies and intended

incursions were urgently dispersed to small clusters in enclosures of secrecy. Before the

invention of instruments that summoned people to the village or town centers, message delivery

and travel were sluggish and tended to run the whole rumour mongering. To save the loss of

message fidelity at the end of the channel and to ensure that nothing is lost in emphasis, urgency,

quality, sequence or even actual content, the people decided to invent instrument that will help to

address virtually everybody at the same time. These instrument were made possible by the help

of carves, black smiths and hunters with the materials available.

INSTRUMENTAL/SYMBOLIC COMMUNICATION

This category of mass media is the non-verbal aspect and it included gestures, facial

expressional body movement (Kinetics) marks attire, attitude, belief, values, behaviours etc. on

the other hand there is the use of such instrument as gongs, talking drums and flute. A number of

times communication goes on without anybody necessarily opening his/her mouth to say a word.

Oreh defined Non-verbal Communication as an indispensable component of any society.

He observed that in any given society, if at least two persons expect to understand each other to

hold the same kind of meaningful discussions; they attach a mutually accepted meaning.

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2.4 THEORETICAL FRAMEWORK

This research work will be grossly incomplete without a befitting theoretical framework

which will form the foundation on which the various literature gathered and analysed in this

work would rest on. After careful examination, we arrived at two (2) theories that are considered

to be conditionally powerful. We recognized that the mass media worked with other variables to

bring about change either at the individual level or at the group or social level. The theory is the

cultural norms theory.

CULTURAL NORMS THEORY

This theory portends that through selective presentations and tendentious emphasis on

certain themes, the mass media created the impression among their audience that such theme

were part of the structure or clearly defined cultural norms of the society.

In relation to the traditional communications the media are expected to meet the felt

needs of the teaming audience who in this case are rural based. The felt needs of the people are

those functions of the mass media which includes surveillance, educating the masses,

entertainment, coordination, promoting the cultures and norms, giving them the accurate

information etc. functions of information and education respectively because his listeners get

informed and educated. The function of entertainment is achieved through the activities in

various social gatherings like festivals and dance. Such includes, New Yam Festival, masquerade

festivals, Naming Ceremonies, wrestling etc. These festivals constitute viable forms of cultural

transmission, socialization and reinforcement of the existing norms.

17
 However, through the use of masquerade and peer group in tax collection, an avenue for

enforcing attention are created because they see to the adherence of the norms of the land by the

people by using force, threat or fine when necessary.

2.5 SUMMARY OF LITERATURE REVIEW

In rural populace, the mass media of communication plays a vital role in information

dissemination. The importance of the traditional artifacts is to enhance rural communication

between persons and person, between the government and the people.

Stella – Joan Ebo (1999) pointed out that “Mass media of communication are also

effective because they are part and parcel of African people and they understand the modes of

communication too well. People do not need to be literate before they can use this media of

communication because language and understood symbols are used to communicate to them.

This communication system is also effective because it is simple in form and generally

available to all at no material cost. Etukudo (1987) identified the town crier and the drums, the

age grade, interpersonal networks, traditional, religious groups songs and dances as the mass

media that cut across all our ethnic traditional communities. He showed in his write-up how

traditional communication systems can be made the authentic information media in the rural

communities.

Dilip mukerjee, an Indian journalist stated that our need is urgent and

acute; we belong to societies which are in the process of restructuring

and reshaping themselves. In our environment, there is, and will be for

a long time to come, much that is ugly and distasteful. If we follow the

western norm, we will be playing up only these dark spots, and thus

18
 helping unwittingly to erode faith and confidence without which growth

and development are impossible.

This emotion-laden argument presumes that the media affect the attitudes and values of

people.

19
 CHAPTER THREE

RESEARCH METHODOLOGY

The survey method on the basis of self administered questionnaire is the research

technique used for this study. This method is appropriate since the study is based on a critical

look concerning the various Mass media of communication as an agent of rural development. It

is also the most suitable method to gather a vast number of data since it makes data arrangement

and computation less cumber some to compute. It is also the most suitable research method for

this study.

3.1 RESEARCH DESIGN

Research design according to Haskins (1968) refers to the total plan of an investigation or

study; it is not restricted to one aspect of research only.

Nworgu, (1991) stated that research design is a plan or blue print which specifies how

data relating to a given problem should be collected and analysed. Research design provides the

procedural outline for the conduct of the investigation. The research design helped in providing

the necessary Framework needed by the researcher for tackling certain problems such as what

ought to constitute the target population, what is sample population and the sampling technique

to be used in determining it, how to collect and analyse the data, what type of statistical test is

appropriate etc. the researcher made use of questionnaire as a means of measuring instrument.

The questionnaire has to be administered to the respondents in their various homes to

ensure error free and high morality rate of the questionnaire.

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3.2 AREA OF STUDY

This study is done within the Ife Central Local Government Area of Osun State. Precisely

in Ipetumodu Community. The study treated the various mass media of communication. It also

went further to study how effective these various media of communication are and how it affects

rural development.

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3.3 POPULATION OF THE STUDY

Population refers to animate or inanimate things which the study is focused. It could be

class, libraries, town, local government areas, states, nation or persons the researcher is interested

in getting information from for the study. (Nnayelugo 2001).

In this study the population used is Ipetumodu Community which comprises of 135,000

(One Hundred and Thirty-five Thousand) people, as stated by the National population

commission in 2006, National Population Census. However, the community will be stratified

into the six villages.

3.4 SAMPLE AND SAMPLING TECHNIQUES

Sample comprises of the part of the population studied. Nworgu (1991) stated that sample

is that part or portion of the population that is studied of the entire population.

Ezeja .E. Ogili (2005). Further narrated that sample is the actual number or part of a

study of the population that is objectively selected for such study.

F.O. Obodoeze (1996) also stated that for a researchers’ work to be successful he/she has

to lay down it sample of the population to be studied. sampling techniques is the process of

taking any portion of a universe or population of study as representatives of the population.

Sampling enables us to be cost-effective and cost efficient in our research that is spend

less in terms of time, money, energy and other resources (Nnayelugo: 2001). A sample random

sampling techniques will be used in different strata to select the actual respondents. And this is to

enable every member of the community to have equal chance of being selected.

A scientific means or statical tools were used to determine ‘the sample size for the study.

22
 Yaro Yamai (1964) used this formula for finite population as –

N
n = 1+ N(e)2

Where: n = Desired sample size

N = The entire population

e = Level of significant or limit of tolerable error

assumed to be 5% or 0.05

1 = Unit, a constant figure.

Therefore:

n = 8348
1+8348 (0.05)2

n = 8348
1+8348 (0.0025)

n = 8348
1+20. 87

n = 8348
21.87

n = 381.7 (Approximately 382)

n = 382 = The sample size

Thus, 64 questionnaires were administered to respondents in each of the six villages.

More so, the questionnaires were administered to adults of 18 years and above irrespective of

their educational and marital status in the society.

23
3.5 INSTRUMENT FOR DATA COLLECTION

The measuring instrument used in collecting data is questionnaire structured fifteen (15) items.

The questionnaire would cover the postulated research questions and hypothesis as in chapter

one (1). Open ended and closed ended questions should be included in the questionnaire.

VALIDITY OF THE INSTRUMENT

The measuring instrument employed is valid in the sense that it has numerous

advantages. The method of instrument used in measuring the data is concurrent method.

(1) It is credible because the results are usually reliable.

(2) It reduces the monotony of the project work

(3) It also makes the work less expensive.

(4) A large volume of information is usually collected.

Moreover, it is expected that the rural respondents will respond accordingly by answering

the questions effectively. This study will be useful for other researchers’ n the field of mass

communication. At the end of this study, mass media of communication will truly manifest itself

as an effective tool for rural communication and development.

3.6 METHOD OF DATA COLLECTION

The method of data used for this study were collected both from primary and secondary sources.

The researcher administered the questionnaires to the respondents in their homes and collects

their responses immediately without delay. The researcher will assist the illiterate ones by

reading out the questionnaire questions to them and indicating their responses against the

questions.

24
The researcher will do this in their homes and in their local language in order to enable them to

understand more effectively. The population size of Igbariam community which was collected

from the National population commission office at Agbani serves as the secondary data while the

questionnaire remains the primary data.

3.7 DATA ANALYSIS

It is generally noted that no research/study is complete Until the researcher is able to

analyze the result of the data he collected as a result of that study. This simply means, given

meanings to the characteristics of the data themselves, for better understanding, even by the

readers who are not experts in researches, data analysis helps researchers to test their hypothesis,

in order to find out which one is rejected or accepted.

The researcher used the chi-Square and simple percentage statistical techniques in the

data analysis. The chi-square would be used to test the statistical significance of the hypothesis

by showing the difference or relationship between observed and expected frequency, while the

simple percentage is used to interpret and analyse the data for the understanding of the readers.

Responses will also be close tabulated during the testing of the hypothesis. Questionnaire is used

to gather the basic facts about the research.

Uzoagulu (1998) states that a questionnaire is a carefully designed instrument for

collecting data in accordance with the specification of the research question and hypotheses.

They are used to ascertain facts, opinion, beliefs, attitudes and practices. They can be structured

or unstructured. They are generally made to seek information necessary for answering the

research questions.

25
 CHAPTER FOUR
4:1 DATA PRESENTATION, ANALYSIS AND RESULTS

In this chapter, the data analysed and the results arrived at, were presented. The six

villages of Ipetumodu in Ife Central Local Government Area of Osun state were studied. A total

of 382 copies of the questionnaires were distributed and encouragingly, all were completed and

returned. This shows 100% response, which is highly appreciated.

Meanwhile, this was as a result of the receptive nature of the respondents as well as

personal approach which the researcher adopted in administering the questionnaire.

ANALYSIS OF DATA..

TABLE : 1 GENDER DISTRIBUTIONS OF THE RESPONDENTS.

OPTION FREQUENCY PERCENTAGE

Male 267 69.9
Female 115 30.1
Total 384 100

The above table shows that 267 (69.9%) respondents were male, 115 (30.1%) were

female this shows that most of the respondents were male.

TABLE 2 LITERACY LEVEL OF RESPONDENTS.

OPTION FREQUENCY PERCENTAGE

Yes 101 26.4
No 281 73.6
Total 382 100

The above table shows that 101 (26.4%) were literate while 281 (73.6%) were illiterate.

This means that most of the respondents were illiterate. The researcher assisted the illiterate

people by reading out the questions of the questionnaire and indicating their responses against

26
the questions. The researcher did this in their local language in order to enable them understand

effectively.

TABLE 3: EDUCATIONAL QUALIFICATIONS OF THE RESPONDENTS .

OPTION FREQUENCY PERCENTAGE

FSLC 60 15.71
SSCE/NABTEB 25 6.54
DIP/ND 10 2.62
HND/B.Sc 6 1.52
M.Sc/PHD - -
None 281 73.56
Total 382 100

Table 3 shows that 60 (15.71%) of the respondents have FLSC 25 (6.54%) have

SSCE/NABTEB, 10 (2.62%) have DIP/ND, 6 (1.52%) have HND /B.Sc Nobody has M.Sc/PHD,

281 (73:56%) have no educational qualification. This indicates that a greater number of the

respondents have no qualification.

TABLE 4: MARITAL STATUS OF THE RESPONDENTS.

OPTION FREQUENCY PERCENTAGE

Single 122 31.9
Married 260 68.1
Total 382 100

27
 In table 4, the data collected shows that out of the 382 respondents that completed and

returned their questionnaire, 122 (31.9%) were single, 260 (68.1%) were married, this shows that

most of the respondents were married.

TABLE 5, AGE DISTRIBUTION OF RESPONDENTS.

OPTION FREQUENCY PERCENTAGE

18-20 years 20 5.2
26-35 years 52 13.6
36-46 years 95 24.9
47-above 215 56.3
Total 382 100

The above table shows that 20(5.2%) were between the age range of 18-20years, 52

(13.6%) were between the age range of 26-35 years, 95 (24.9) were between the age range of 36

and 46 years while 215 (56.3%) were between the age range of 47 and above. This shows that a

greater number of the respondents fall within the age range of 47 and above.

TABLE 6; ANALYSIS OF RESEARCH QUESTIONS WHETHER

IPETUMODU PEOPLE HAVE TRADITIONAL MEANS OF

COMMUNICATION.

OPTION FREQUENCY PERCENTAGE

Yes 382 100
No - -
I don’t know - -
Total 382 100

28
 The table shows that 382 (100%) agreed that Ipetumodu people have traditional means of

communication. Nobody said No, and I don’t know, they all answered yes which shows that

Ipetumodu people have traditional means of communication.

TABLE 7 THE MEDIA IN IPETUMODU COMMUNITY.

OPTION FREQUENCY PERCENTAGE

Town crier 4 1.04
Ikoro 7 1.83
Gong 7 1.83
Market place 2 0.52
Town Union 15 3.92
All of the above 347 90.83
Total 382 100

In the above table, the data shows that 4 (1.04%) is of the opinion that Ipetumodu

people have town crier, 7(1.83%) were of Ikoro , 7 (1.83%) said it is gong, 2 (0.52%) is of

market place, 15 (3.92%) said that it is town union, while 347 (90.83%) said that all the above

listed option are the traditional means of communication in Ipetumodu community.

This shows that all the media are in existence in the community.

TABLE 8 WHICH OF THESE MASS MEDIA OF COMMUNICATION IS

CREDIBLE.

OPTION FREQUENCY PERCENTAGE

Town union 220 57.6
Age grade 75 19.6
Town crier 32 8.4
Friends 22 5.8
Market place 30 7.9
None 3 0.8
Total 382 100

29
Table 8 shows that 220 (57.6%) Considered town union as more credible traditional medium 75

(19.6%) consider town crier as a more credible medium, 32(8.4%) consider town crier as a more

credible medium, 22 (58%) see friends as a credible medium, 30 (7.9) consider market place as a

more credible medium while 3 (0.8%) do not consider any of the medium credible. A great

number of the respondents consider town union as a credible traditional medium.

TABLE 9: WHETHER MASS MEDIA PLAYS A COMPLEMENTARY

ROLE IN IPETUMODU COMMUNITY.

OPTION FREQUENCY PERCENTAGE

Yes 310 81.2
No 52 13.6
I don’t know 20 5.2
Total 382 100

Table a shows that 310 (81.2) agreed that mass media plays a complementary role; 52 (13.60%)

said No, while 20 (5.2%) said that they do not know whether it plays the role or not. A large

number of the respondents agreed that mass media plays a complementary role.

TABLE 10: THE SIGNIFICANCE OF IKORO.

OPTION FREQUENCY PERCENTAGE

War - -
Achievement/success 100 26.2
Funeral 26 6.8
Tax 23 6.0
Accident 18 4.7

30
Call to duty 5 1.3
Festivals 210
55.0
Total 382
100

The table 10 above shows that 100 (26.2%) expects achievement/success whenever Ikoro

sounds, 26 (6.8%) expects funeral, 23 (6.0%) expects taxation, 18 (4.7%) expect accident, 5

(1.3%) expects call to duty while 210 (55.0%) expects festivals whenever Ikoro sounds. This

means that a great number of respondents expects festivals whenever the Ikoro sounds.

TABLE 11: NEWS GENERALLY ABOUT THE STATE AND FEDERAL GOVERNMENT.

OPTION FREQUENCY PERCENTAGE

Town crier 215 56.3
Friends 26 6.
Newspaper 18 4.7
Market place 23 6.0
Radio 70 18.3
Television 30 7.9
None - -
Total 382 100

In the above table that is receiving news generally about state and federal government

215 (56.30%) hear news from town crier, 26 (6.8%) from friends, 18 (4.7%) from newspapers,

23 (6.0%)) from market places, 70 (18.3%) from radio, 30 (7.9%) from television, there is

nobody that do not get news from all the options listed above.

The number of respondents that gets news generally about state and federal government

from the town crier are more.

TABLE 12: OWNERSHIP OF RADIO/TELEVISION SET.

31
 OPTION FREQUENCY PERCENTAGE
Yes 222 58.1
No 160 41.9
I don’t know - -
Total 382 100

From the above table, It shows that 222 (58.1%) own radio/Television set while 160

(41.9%) do not have radio/television set; while nobody answered I don’t know .

This means that greater number of respondents own radio/television set.

TABLE 13: LISTENING/WATCHING HOUR.

OPTION FREQUENCY PERCENTAGE

I hour 201 52.61
Less than I hour 25 6.54
2 hour 54 14.13
3 hours 40 10.50
More than 4 hours 23 6.02
None 39 10.20
Total 382 100

The above table shows that 201 (52.61%) of the respondents listen and watch television I

hour a day, 25 (6.54%) in less than I hour, 54 (14.13%) in 2 hours, 40 (10.50%) respondents

listen and watch television in 3 hours, 23 (6.02%) in more than 4 hours while 39 (10.20%)

respondents do not listen and watch television/radio set.

This means that great number of the respondents listen and watch to television and radio

set a day.

32
TABLE 14 NEWS ABOUT ECONOMIC DEVELOPMENT IN

IPETUMODU COMMUNITY.

OPTION FREQUENCY PERCENTAGE

Town criers 12 3.1
Friends 30 7.9
Newspapers 45 11.8
Radio 228 59.7
Television 65 17
None 2 0.5
Total 382 100

The above table shows that 12 (3.1%) of the respondents get news about economic

development in Ipetumodu community through the town crier, 30 (7.9%) through Friends, 45

(11.8%) from newspapers, 228 (59.8%) from radio, 65 (17%) from television while 2 (0.50%) do

not get news from any media. This means that majority of the respondents receive news about

economic development in Ipetumodu community through radio.

TABLE 15 MEDIA FOR ENTERTAINMENT

OPTION FREQUENCY PERCENTAGE

Town crier 33 8.6
Friends 28 7.3
Age grade 104 27.2
Radio 53 13.9
Television 11 2.9
Festivals 153 40.1
Total 382 100

Table 15 shows that 33 (8.6%) of the respondents depend on the town criers for

entertainment, 28 (7.3%) depend on friends, 104 (27.2%) depend on age grade, 53 (13.9%)

33
 depend on radio, 11 (2.9%) on television while 153 (40.1%) depends on festivals. This shows that

many of the respondents depend on festivals for their entertainment.

4.2 TESTING OF RESEARCH HYPOTHESES

Here the three hypotheses used for this study were tested using the chi-square statistical

technique. The aim of this hypotheses testing is to find out if the various variable in the

hypotheses are statistically related. However, in testing the hypotheses, we compared observed

frequency with expected frequency, and the probability level of testing all the hypotheses was at

0.05.

HYPOTHESES TESTING,

Ho: Ipetumodu people do not have traditional means of communication.

H1: Ipetumodu people have traditional means of communication.

Calculation of CH1-SQUARE FOR HYPOTHESES ONE

Calculated as X2 = (O-E)2
E

RESPONSE 0 E 0–E 0 – E2 0 – E2

E
Yes 382 127.3 234.7 6487.69 509.6
No 0 127.3 -127.3 16205.29 127.3
I don’t know 0 127.3 -127.3 16205.29 127.3
Total 382 382 763.6

X2 = 763.6
DF = 5
P = 0.05
2 =
∑XU 11.070

RESULT:

34
The test shows that calculated value is 76.3 while the table value at 0.05 of probability, less than

five (5) degree of freedom is 11.070 this means that the calculated value (X 2 = 763.6) is greater

than the table value (11.070).

DECISION RULE:

Accept research hypotheses if the calculated value is greater than the table value. In the

other hand, reject research hypotheses and accept null hypotheses if the calculated value is less

than the table value.

DECISION AND CONCLUSION

Based on the decision rule stated above according to our result. We accept the research since it

received statistical support. Therefore, Ipetumodu people have traditional means of

communication.

HYPOTHESES TWO

Ho: These traditional means of communication are not in existence in Ipetumodu community.

H2: These traditional means of communication are in existence in Ipetumodu community.

In testing for hypotheses two, question 7 of the questionnaire will be used. What are these

media?

CALCULATION OF CHI-SQUARE FOR HYPOTHESES TWO

X2 = (0-E)2
E

35
RESPONSE 0 E 0–E 0 – E2 0 – E2

E
Town criers 4 63 . 7 -59 . 7 3564 – 09 56.0
Ikoro 7 63 . 7 -56 . 7 3214.89 50.5
Gong 7 63 . 7 56 . 7 3214.89 50.5
Market place 2 63 . 7 61 . 7 3806.87 59 – 8
Town union 15 63 . 7 48 . 7 23071.69 37.2
All of the above 347 63 . 7 283.3 80258.89 1260.0
Total 382 382 1514.0

X2 = 1514

DF = 5

P = 0.05

E X U2 = 11.070

RESULT: 1

The above test shows that calculated value is 1514 while the table value at 0.05 level of

probability, under Five (5) degrees of freedom is 11.070, this means that the calculated value (x2

= 1514) is greater than the above table value (11.070).

DECISION RULE:

36
 Accept research hypotheses if the calculated value is greater than the table value. On the

other hand, reject research hypotheses and accept null hypotheses if the calculated value is less

than the table value.

DECISION AND CONCLUSION:

Based on the decision rule stated above and according to our result we

accept the research hypotheses since it received statistical support. Therefore,

these traditional means of communication are in existence in Ipetumodu

community.

HYPOTHESES THREE:

H0: The traditional means of communication are not more credible than the modern mass

media.

H3; The traditional means of communication are more credible than the modern mass media.

Question 8 of the questionnaire will be used in testing these hypotheses. Which of these

mass media do you consider more credible?

CALCULATION OF CHI- SQUARE FOR HYPOTHESE THREE.

X2 = (0 - E)2

Response 0 E 0-E 0 – E2 0-E2

37
Town Union 220 63.7 156.3 24429.69 383.5
Age grade 75 63.7 11.3 127.69 2.0
Town crier 32 63.7 -31.7 1004.89 15.8
Friends 22 63.7 -41.7 1738.89 27.3
Market 30 63.7 -33.7 1135.69 17.8
Nme 3 63.7 -60.7 3684.49 57.8
Total 382 382 504.2

X2 = 504.2

DF = 5

P = 0.05

E X U2 = 11.070

RESULT:

The above test shows that calculated value is 504.3 while the table value at 0.05 level of

probability under five (5) degree of freedom is 11.070, this means that the calculated value is (x 2 =

504.2) is greater than the table value (11.070).

DECISION RULE:

Accept research hypotheses if the calculated value is greater than the table value. On the other

hand, reject research hypotheses and accept null hypotheses if the calculated value is less than the

table value.

DECISION AND CONCLUSION:

Based on the decision rule stated above and according to our result, we accept the research

hypotheses since it received statistical support. Therefore, the traditional means of communication are

more credible than the modern mass media.

38
4:3 DISCLOSURE OF FINDINGS:

This study has further supported some earlier postulations with regards to the effectiveness of

traditional communication in Ipetumodu community.

Firstly, in the calculation of chi – square for hypotheses one (I), the results show that

Ipetumodu people have various traditional means of communication. Also the calculation of chi-

square for hypotheses two, the results indicated that these traditional means of communication are

found in existence in Ipetumodu community. These include town union, Ikoro, Age grade, Market

place, Village square, Gong, Drum and Festivals etc. These traditional means of communication are

tools for effective communication in Ipetumodu community.

The study revealed from the results of the calculation of chi- square for hypotheses three shows

that Ipetumodu people rely many on mass media than they do on modern media for information. All

the information emanating from these media are usually more credible. From the calculation of chi-

square from the hypotheses, the results show that these mass media of communication play a

complementary role which modern mass media cannot afford, since the traditional channels in

Ipetumodu community are those communication methods which have been used for centuries and is

the most powerful ways through which Ipetumodu people communicate.

Finally, Mac Bride (etal) stated that even though modern technologies are increasing

constantly, humans are still making use of traditional modes of communication. These postulates

support the findings in the calculation of the Chi-square for the hypotheses which shows that these

traditional means of communication enhance rural communication.

39
 Thus, from the findings the three researches and hypotheses in the study got an over whelming

support. The research hypotheses have been confirmed and authenticated therefore mass media of

communication are the tools for effective rural communication in Ipetumodu community

CHAPTER 5

SUMMARY OF FINDINGS, RECOMMENDATION AND CONCLUSION

5.1 SUMMARY OF FINDINGS

Traditional instrument of communication is based on homophiles linkages, involving persons

known, respected and trusted. They involve the collaboration of individuals and therefore are

never alienated. The mass media afford the individual participatory opportunity, thus removing

educator/educates concept. They therefore decentralize communication instrument like gong, Flute

and slit wooden xylophones serve as correlation media. They use various sounds to code

messages, which are decoded by the target audience appropriately and promptly too. These

40
instrument also supplement cultural transmission, entertainment, educating the masses and

surveillance.

The slit wooden xylophones which is usually stationary is used in sending messages to a

village or neighbouring villages, especially during festivals prominent among such festival (Ani)

Festival which co-memorable the gods of the land.

The Flute is one effective medium of communication and a musical instrument used by

Ipetumodu people and other rural communities. It is used in raising the hopes and aspirations of

the people especially during festivals or other events.

Some traditional communication media specializes in information dissemination and so

remove distortion in the channel. Distortion often arise when one media carries all kinds of

messages. This is typical of the modern media.

Mass media of communication plays the following functions: They perform surveillance of

the environment, advertising, it mobilizes the populace it is the window through which the

community are known to the outside world, it helps in maintaining and strengthening the people’s

culture and heritage, it helps in information dissemination, it educates the populace, it entertains

the people, it correlates the entire members of the community, it brings the people together and

social reformation functions.

5:2 RECOMMENDATIONS FOR FURTHER STUDIES

The researcher made the following recommendations.

41
1. The modern media should be used in conjunction with the mass

media of communication which people are more familiar with. This will make for

participatory communication to enhance national development.

2. The society is very essential, this is because development cannot take place outside a

society, it is from the society that development takes place and human beings must be there

in order to develop the resources, to raise human standard, capacity building, because in

the absence of human society there is nothing like development.

3. In order to achieve an optimum development human resources is seriously needed, it is the

human resources that helps to organize/utilize natural resources and without human

resources or human being the resources cannot be developed or be used for a better living

in the society Human resources is inevitable in the society.

4. For development to be achieved the mass media must be decentralized

by structures and constant. Instead of concentrating in the urban area those in the rural

areas should be carried along even with a community radio because they require such

services. The villagers should be allowed to contribute to the consent of the mass media.

5. The mass media could however be restructured to suit our modern

needs. Literate members of the community should be appointed town criers so that apart

from disseminating information from the ruler of the town to the people, they should be

placed on salaries and be provided with radio, television and newspaper with which they

should receive government news and information to disseminate same to the people.

42
6. Private enterprises, individuals should be encouraged to establish and

develop community based newspapers, magazines and viewing centers, such community

based press should focus primarily on the local community and not on the state.

7. Adult education centers should be encouraged to improve material and

human resources in the rural areas.

8. Journalists, who are practicing in the urban areas should not neglect

their home based/mass media of communication, they should help by teaching and

motivating the ruralites in the best way to achieve development, both for the community

and the nation at large without discrimination.

9. Developmental programs such as “operation go back to the farms’’,

monthly sanitation exercise and family planning should be practicalized by government

and the campaigns will be sent to the market women.

10. There should be an effective communication this is because, it is the life blood of

every society, it makes us what we are today. Both rural dwellers, urban dwellers and the

government should indulge in an effective communication to enable us achieve a better

goal. The felt needs and action needs of the people should be properly communicated to

the government through the various traditional medium of communication for rapid development

of our various communities.

43
5:3 CONCLUSION

This study has attempted to identity the mass media of communication in Ipetumodu

community and other rural communities. The study also tried to determine the functions of these

mass media. It also went further to examine how the media could be established and developed as

an integral component of the rural socio- economic institutional infrastructures.

The results of the research have shown the need and importance of traditional means of

communication for the effective rural development. Due to Limited resources and low level of

education, majority of the rural populace have no access to modern media. example, radio,

television and newspapers.

Opubor pointed out that the process of transmitting new ideas from passive to an active

state is through an atmosphere of participative communication involving dialogue, co-operation,

respect and sharing of initiatives for an effective rural based communication which would

enhances development, hence, these recommendations were made.

44
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46
 APPENDIX 1

LETTER OF INTRODUCTION OF THE RESEARCHER

QUESTIONNAIRE

Department of Mass Communication

The Polytechnic,
Ile-Ife

Dear Respondent,

I am a final year student of the above mentioned department

and institution, conducting a research on the effectiveness of
traditional means of communication in Ipetumodu community.
The outcome of the research will be useful to the general
public. The information gathered will be for academic purposes.
I solicit your Co-operation by filling the questionnaire. This
will be treated confidentially.
Thank in anticipation for your cooperation.

Yours Sincerely,

47
 APPENDIX II

QUESTIONNAIRE ON MASS MEDIA OF COMMUNICATION AS

TOOLS FOR EFFECTIVE RURAL DEVELOPMENT

Answer of your choice by ticking the book against your answer just
like this

1) What is your sex?

(a) Male (b) Female

2) What is your age?

(a) 18-20 years (b) 26-35 years (c) 36-46years

(d) 47 and above

3) What is your marital status?

(a) 18 -20 years (b) Single

(4) What is your occupation?

(a) Farmer (b) Trader (c) Civil servant

(d) Student

(5) What are your educational qualifications?

(a) FSLC (b) SSCE/NABTEB (c) Diploma

(d) B.Sc/HND (e) M.Sc/PHD (F) None

48
6) Do Ipetumodu people have traditional means of communication?

(a) Yes (b) No

7) What are the mass media of communication in Ipetumodu

community?

(a) Town crier (b) Ikoro (c) Gong

(d) Market place (e) Town union (f) all of the above

8) Which of these mass media of communication is credible? (a)

Town union (b) Age grade (c) Town Crier?

(d) Friends (e) Market place (f) None

9) Do mass media communication play a vital role in the rural

communities?

(a) Yes (b) N0 (c) I’ don’t know/No idea

10) What are the significance of the Ikoro in the rural communities?

(a) War (b) Achievement (e) Festivals

(d) Call to duty (e) Tax

11) Which of these media gives more credible news

About the state and federal government?

(a) Town crier (b) Friends (c) Newspaper

(d) Market place (e) Radio (f) Television

49
12) Do you own a radio/Television set?

(a) Yes (b) N0

13) How many hours do you listen to radio /Television News?

(a) 1 hour (b) Less than 1 hour (c) 2 hours

(d) 3 hours (e) More than 4 hours (f) None

14) Which of these media gives more credible news about economic

development in Ipetumodu community?

(a) Town criers (b) Friends (c) Newspapers

(d) Radio (e) Television (f) None

(15) Which of these entertains you most?

(a) Town criers (b) Friends (c) Age grade

(d) Radio (e) Television (f) Festivals

50